The Spanish hotel group will open its first two hotels in Asia in 2027 and 2028, respectively.
In its strategy to expand operations internationally, the hotel group comes from Spain Palladium Hotel Group signed two hotel management agreements in Vietnam, officially present in Asia – Pacific and set up regional headquarters in Ho Chi Minh City.
The group’s first project in Vietnam was implemented through cooperation with CONASI Real Estate Management and Development Joint Stock Company to redevelop L’Ayla Ninh Van Bay into BLESS L’Ayla Ninh Van Bay, scheduled to open in the summer of 2027. Located in the north of Nha Trang city, the all-villa resort is nestled among lush green mountains and forests and isolated white sand beaches. During the process of repositioning the brand, the project will add 54 more villas, contributing to expanding the scale of the 5-star resort on Ninh Van bay. Palladium officially took over management of the resort from July 2026 and will continue to operate under the L’Ayla Ninh Van Bay brand until the conversion process is completed in 2027.
Palladium has also signed a management contract with Hanoi Tourism Corporation (Hanoitourist) to convert Hoa Binh Hotel into BLESS Hotel Hanoi, expected to open to guests in 2028. This hundred-year-old hotel will undergo a comprehensive upgrade process, in which the top priority is to preserve the inherent historical values, while combining contemporary design elements imbued with Vietnamese cultural identity to bring the hotel from 3-star to 3-star. international 5 star standard. This is the approach Palladium once applied to the Only YOU Madrid hotel, when it restored a 19th-century building in the city’s Chueca district, fully preserving the building’s inherent historical charm, while transforming it into a contemporary lifestyle hotel.
Through these two projects, Palladium will officially launch the BLESS Collection Hotels brand in the Vietnamese market. As one of the group’s signature brands, BLESS Collection Hotels is a harmonious combination of modern luxury lifestyle, sophisticated design, unique cuisine and experiences linked to the identity of each destination.
Palladium’s decision to enter the Vietnamese market comes from the solid foundation of Vietnam’s tourism industry, including the strong development of the high-end hotel segment and Vietnam’s strategic position in Southeast Asia. The Asia-Pacific regional headquarters in Ho Chi Minh City will be in charge of business development, operations and strengthening cooperation with strategic partners in Vietnam, while also supporting the group’s future expansion plans throughout the region.
Mr. Jesús Sobrino, CEO of Palladium Hotel Group, shared: “Choosing the first market in Asia is a decision we carefully considered and it is clear that Vietnam is the top choice. Vietnam’s growth rate is very impressive and what really convinces us is the change in market demand, as tourists increasingly seek different experiences with their own identity. That is also Palladium’s strength. We I entered the Vietnamese market with a commitment to long-term development, bringing hotel brands rich in identity and the desire to accompany partners who share the same development vision.”
Tiếp nối dấu ấn đã tạo dựng tại châu Âu và châu Mỹ, Palladium đặt mục tiêu phát triển danh mục thương hiệu khách sạn và khu nghỉ dưỡng cao cấp tại Đông Nam Á, bao gồm BLESS Collection Hotels, The Unexpected Hotels, Only YOU Hotels, TRS Hotels và Grand Palladium Hotels & Resorts, thông qua việc hợp tác chiến lược với các chủ sở hữu, nhà phát triển dự án và tổ chức đầu tư. Chiến lược của Palladium là tập trung vào tăng trưởng có chọn lọc, năng lực vận hành vượt trội và những trải nghiệm khác biệt cho khách hàng, đồng thời phát huy thế mạnh của hệ thống thương hiệu nhằm đáp ứng nhu cầu ngày càng đa dạng của cả du khách và nhà đầu tư.
As Palladium’s brands become increasingly widely known in the region, Vietnam will serve as a launching pad for the group’s expansion strategy, contributing to realizing the goal of building a sustainable presence in Southeast Asia.
Lesson: Navigator Media
